gulf south conference 2013 - february 28, 2013

Rural Community Economic Development through Service Learning: A Pedagogical

Framework and Case Study in Appalachia’s Distressed Rural Communities

Ali B. Djire, Peter H. Hackbert, Ability A. Kakama, David Kretzmann

Entrepreneurship for the Public Good ProgramBerea College, Berea KY

Gulf South Conference 2013 Louisville, KY

February 27- March 3, 2013

04/07/23 Peter H. Hackbert, Berea College 1

EPG searches for “real-world” solutions

• Mission statement - educating and inspiring students from Appalachia to become service-oriented leaders

• 1,600 liberal arts students

• 150 years

What better way to encourage young Appalachians to start their own businesses than to reach out to them while they’re still trying to figure out what they should be doing with their lives?

The EPG Program defines “Entrepreneurial Leadership” as:

"A process when one person or a group of

people in a community originate an idea or innovation for a needed change and influence others in that community to commit to realizing that change, despite the presence of risk, ambiguity, or uncertainty".

The pedagogical approach of service learning is growing in popularity across all areas of

undergraduate education including entrepreneurship

Source: Klink & Athaide, 2004; Tomkovick, Lester, Flunter & Well, 2008; Litzky, Godshalk & Walton-Bongers, 2012)

The EPG Program qualifies as service-learning because…

…”a course or competency-based, credit bearing educational experience in which students:

(a) participate in mutually identified service activities that benefit the community,

(b) reflect on the service activity in such a way as to gain further understanding of course content, a broader appreciation of the discipline, and an enhanced sense of personal values and civic responsibility.

Source: Clayton, Bringle & Hatcher, 2013: 6

13 States of Appalachia

Distressed: "Distressed" means poverty and unemployment rates

outpace the national average 1 and 1/2 times, and per capita

income falls two-thirds below the national average.

Appalachian Regional Commission Distressed Counties - 2009

Where we do our service for 6 years

Berea Kentucky

Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

“Uneven Ground”

UK Professor of History: Ronald Eller

www.google.com/images04/07/23 Peter H. Hackbert, Berea College 12

…growing popularity of ecotourism and heritage

tourism…contained the potential for building an alternative economy, one that promised greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources.

- Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256.

5 Years Research

• Demographic Analysis• Economic Analysis•Entrepreneurship• Community Survey• Site visits (14x10x5) 700 night stays04/07/23 Peter H. Hackbert, Berea College 14

Year 1Youth

Entrepreneurship

Southeast Kentucky High SchoolsCollege Education and Earnings

120 Kentucky Counties, 2000

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

$50,000

0 5 10 15 20 25 30 35 40

% of Adults with College Degree, 2000

Annual

gs per

Job, 20

Fayette

Oldham

ScottHickman

EdmondsonLewis

McLean

United States

25.1 % college

$36,400 earnings

Youth Demonstrate “an idea, a concept, and an opportunity”

Posting the judges scores

Announce the Youth Awards

EPG first Business save Restore

Year 2Pedagogical Concepts

Gates Foundation

Insert the word stakeholder or

“co-creator” for customer

Ideation, Prototyping

Year 3Identify Community

Partner Nascent Entrepreneurs

Cultural

Peer to Peer Workshops

Year 4Demonstration Skills

Understanding how to navigate Entrepreneurial Leadership g

Our Social Entrepreneurship awards continue

Model Map – A Painter’s Canvas

Source: Alexander Osterwalder, Business Model Generation

2012 Kentucky Young Entrepreneur Award

What has changed in just the last five years?

"Facebook didn't exist; Twitter was a sound; the cloud was in the sky; 4G

was a parking place; LinkedIn was a prison;

applications were what you sent to college; and Skype for most people

was typo."

They use Facebook

Google Search Website04/07/23 Peter H. Hackbert, Berea College 39

Year 5

Key Question

Can Social Media be a tool to develop an alternative economy in

Appalachian communities?

We observed and we listened to the Kentucky River Area

Development District business owners, attraction and destination

operators.

Kentucky Visitor Profile StudyDaniel Boone Country Region

September 2010 – August 2011 Visitors

Prepared for:The Commonwealth of Kentucky

Department of Travel and Tourism

Prepared by:

Tourism is the 3rd largest industry in Kentucky,

providing $3.3 billion in salaries annually

This is despite only 34% of first-time Kentucky visitors actually recalling seeing any advertisements or

promotions for Kentucky prior to their visit.

The tourism and travel industry contributed

nearly $11.7 billion to Kentucky’s economy

in 2011.—an increase of 3.0 percent

In the Daniel Boone Region, where the KRADD is

located, there was a 1.6% increase

Key FactsKey Facts

Visitors come to Daniel Boone Country Region

•It is peaceful/relaxing (81%),

• It is a safe destination (74%),

• There is plenty to see and do (72%),

• It is a good value for the money (71%)

• The clean unspoiled environment (72%)04/07/23 Peter H. Hackbert, Berea College 47

The Daniel Boone Country VisitorAverage Income: $68,560

Average Age: 50.8

Average Travel Group Size: 3

69% short pleasure trip

53% use internet

Recommend their visit to others: 96%04/07/23 Peter H. Hackbert, Berea College 48

115 million Americans live within a day’s driving distance

Imagine

How would you spend 36 hours in the KRADD region?

36 Hours in the KRADD Region

Online consumer recommendations are the second most trusted source of brand

advertising, second only to “recommendations from people I know” in a global 2012 study of 28,000 consumers in

56 countries

Source: Nielson, “Consumer Trust in Online, Social and Mobile Advertising Grows, 2012

"The traveler/tourist persona profile gives you a chance to truly

empathize with target market segments, stepping out of the role

as someone who wants to promote a product and see, through your travelers' eyes…”

Peter H. Hackbert 04/07/23 Peter H. Hackbert, Berea College 54

34 Personas

FOR ADVENTURE AND LOVE OF THE ARTSAbility Kakama

Sophomore, Economics MajorTanzania

A weekend – 36 hours - in Berea

1. Traveler and Tourist Personas

Personal / Lifestyle

Google Images

Travel Goals

Google Images

Yelp for Restaurants

Dinner at Dinner Bell7:00 pm

Local image Jun 2012

Bike and Hike Indian Fort (Pinnacle)

8:00 am

Berea College website (map) and Google Images

It is why I bought a Smartphone!

Lunch at Papaleno’s Take Away

12 noon

Google Images

Night Life in Berea, Saturday?

Dessert and Night of MusicMain Street Cafe8.30 pm

Google Images/ Main Street Café Website

Checking next day’s destinations

Next: What Visitors Do

Google Images

Reflection Session Framework

Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center & Center for Transformative Learning, Berea College, February 3, 2012

“I learned that” …

“I learned this when” ….

“This learning matters because” …

“In light of this learning” …

An Escape Through Eastern Kentucky’s Appalachian History

36 Hours in Eastern Kentucky’s Historic KRADD Region

David Kretzmann, Junior, Business Marketing Major

David KretzmannJunior, Berea College

Major: Business Marketing

Joseph Atkins

Images.google.comImages.google.com04/07/23 Peter H. Hackbert, Berea College 70

45 Years Old

45 years oldWorks in Cincinnati

Restaurant ManagerMarried

No childrenHistory Buff

Social Media ExperienceWife is in Chicago

$1,100 budgetTravels by car

Visit a buddy at Alice Lloyd college

Images.google.com04/07/23 Peter H. Hackbert, Berea College 71

Departs Cincinnati6:00 AM - Tuesday

Images.google.com

Lee County Tourism Center8:45 AM

Facebook.com/DigitalAppalachia04/07/23 Peter H. Hackbert, Berea College 73

What got him to stop?

Tripadvisor.com

Breathitt County War Memorial11:15 AM

Facebook.com/DigitalAppalachia

Old Country Inn12:15 PM

Breathitt County Public Library1:30 PM

Facebook.comFacebook.com/DigitalAppalachia

Breathitt County Museum Museum

3:00 PM

Alice Lloyd College9:30 AM - Wednesday

Google.com

Kentucky School of Craft10:30 AM

Deals/Discounts

Marie Stewart Museum & Crafts Shop11:15 AM

Lunch Special

Appalachian Artisan Center Studio1:00 PM

Appalachian Artisan Center Studio

Yelp.com04/07/23 Peter H. Hackbert, Berea College 88

Hindman Settlement School

2:00 PM

Yelp Review: Hindman Settlement School

Jabo’s State of Mine6:30 PM

Facebook.com: Jalissa HunterYelp.com

Yelp.com

Log Cathedral Buckhorn Lake Area Church

Facebook.com: Indigenous Innovators

9:00 AM - Thursday

Store decals

Joseph Atkins Next Steps

• Returning home from his trip• Uploaded multiple pictures on Facebook• Wrote reviews on Yelp, Google+ and

TripAdvisor• Told his friends about his trip and passed

along his comments• Planned an annual trip to Perry County, KY

ONE DESTINATION, A FAMILY & A RECONNECTION

Ali B. Djire, Sophomore, Business & AgricultureBurkina Faso

36 Hours inKentucky River Development District

Persona

http://google.com/images/

Lifestyle

• Insurance Company• & Community development• Non-Profit

Junior in High School 7th Grade soccer player

Goals Vs Limitation

FridaySinclaire Bed & Breakfast 1:00 PM

Photo from Maverick TrailBloggers

http://www.yelp.com/biz/spencers-dairy-bar-booneville

http://www.yelp.com/biz/sag-hollow-golf-club-booneville

Golfing4:30 PM

Hometown Cafe6:30 PM

5K in Leslie County8:00 AM

http://www.yelp.com/biz/wendover-bed-and-breakfast-inn-wendover

Wendover Bed & Breakfast10:00AM

Tour of Frontier Nursing University

11:00AM

Creekside Go-Kart Track2:00 PM

Nixon Center3:00 PM

SundayHurricane Creek Memorial

9:00 AM

Kayak in Wolfe County11:00 AM

http://www.redriveradventure.net/

Miguel’s Review

http://www.tripadvisor.com/Restaurant_Review-g39858-d405893-Reviews-Miguel_s_Pizza_Rock_Climbing-Slade_Kentucky.html

PIZZA AT MIGUEL’S3:00 PM

Impact Measurement

Next Step

http://www.tripadvisor.com/

So What?

EPG Small Rural Appalachian Community Economic Development Model

Traditional ED Strategy / Tool

Alternative ED Strategy / Tool

CD Capacity Building Strategy / Tool

Economic Development Approaches

Economic Outcomes

Other Outcomes

Direct, Short-term

Indirect, Long-term

• Tourism

• Entrepreneurship economy• Cluster-based development• Local Living Economies• Residential development

• Transportation

• Broadband / Internet / Social Media

1. Strengthen/expand existing firms

2. Promote new firms

• jobs• firms

• social / civic• environmental

1,214 Social Media Reviews

250,000 free views

Now What?

…link ecotourism and heritage tourism………..contained the potential for

building an alternative economy, one that promises greater monetary returns for

local residents, the preservation of rural traditions, and the protection of sensitive

natural resources to [SOMOLO] social, mobile, local, economy

Perry County Chamber Actions1. Recommend KCTC execute social/mobile

certificate program2. Expand the Tourism Definition 3. Use KY State Park Assets4. Explore KY Trail Town models5. Stimulate social media for the local

economy via mobile6. Collaborate across KRADD county lines

What If?

Chamber of Commerce Timeline

Collaborative 2013 EPG

Project

KRADD Multi-county SOMOLO

“prototype”

Startup 54 hour Event

KCTC Certification with

Chamber business partner

Chamber-Student Projects enter CBCC & / or AINS Contest

Chamber-Student Ventures gain $ from

KHIC / SKED / MACED

1. Regional youth sporting event

2. Annual festival3. Reenactments4. Buy Local Campaign5. Three businesses

we can’t do without

Any Questions or Comments??

gulf south conference 2013 - february 28, 2013

berea college

berea college

rural traditions

alternative

economic improvement

practical

washington

documenting

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